light guide How to illuminate jewellery shops

Transcription

1 light guide How to illuminate jewellery shops

2 Illuminate every detail Customers can have big expectations and be filled with emotions when entering a jewellery shop; it could be a couple searching for an engagement ring or someone buying a present for a baptism or anniversary. This is an area where big and expensive decisions are made; therefore it is important to create a comfortable and trustworthy environment according to the feelings of the brand. Lighting is an important part when creating a pleasant atmosphere, to be able to see the details clearly and also to display the items in the best kind of way. To achieve this you need suitable lighting knowledge and the right products and solutions. In this Light Guide we will give you important tips on how to do it and suggestions on what kind of products to use. Enjoy your reading! Content A pleasant atmosphere 4 5 Display window 6 7 Cashier desk 8 9 Silver, chrome and glass 11 Langaard Rathsack This is an area where big and expensive decisions are made." Gold 10 2 introduction introduction 3

3 On Demand Design Take the opportunity to stand out with tailor made retail so- A pleasant atmosphere When entering a jewellery shop the visitor should be welcomed with a pleasant atmosphere of visual quality and comfortable light levels. The customer should feel calm about choosing what to buy and when to do it, without feeling any stress. Mirrors It is important to think about the lighting in front of the mirrors. Use integrated light in the mirror and illuminate with spotlights obliquely from the front. This provides flattering facial lighting. lutions. We want you to find the exatly right solution for your project. With Fagerhult O.D.D, Fagerhult On Demand Design, we can costum make a lighting solutions after your project and demands. For example creating a special luminaire for the focal points or adopting a existing product suited for your needs. When illuminating jewellerys, colour, shapes and texture are important factors, just as the lighting. A more dramatic light or focused light with narrow beamed spotlights is beneficial and creates a comfortable and dynamic atmosphere in the shop instead of a more flat general light. Integrated light Integrated LED luminaires can create a stimulating environment where the light will not glare and disturb the impression. Narrow shelves, furniture and other displays can be illuminated with smaller luminaires optimised for integrated lighting. Getting close to the products At a jewellery shop it is all about seeing the details. The lighting should enhance the items and therefore it is important that the lighting does not create glare. Jewellery shops have many displays with products arranged by campaign, season or brand. Try to distribute the lighting in these spaces so that the customer can get close to the products, seeing the details. Light temperature experiences In general it is common to use a warmer colour temperature, around 3000 K, in a jewellery shop. But it also depends on the brand values. Accentuated warmer light gives a nice atmosphere in the shop. But if the brand is focused on being exclusive a colder light can trigger such an experience. For us it is Crystal Clear Retailers are getting more environmentally aware, focusing on creating a sustainable solutions and controls that maximise the energy savings. We are seeing shopping centres being awarded with BREEAM and creating innovative solutions that consider the whole, heating, materials, ventilation and lighting. In our environmental initiative Crystal Clear we highlight the importance on thinking sustainable when creating future proofed lighting solutions. 4 a pleasant atmosphere a pleasant atmosphere 5

4 Product suggestions for the display window Relay Spot Relay Spot is a miniature LED spotlight suitable for furniture applications. It can be generously aimed and tilted towards the products. Diva II Diva II is a slender luminaire with a high light output that suits almost anywhere. It is a perfect luminaire for retail cabinet displays. Marathon Marathon LED is a luminaire that creates focused light with sharp shades. Available in three different sizes. Display window The display window is where the brand is introduced, it is the shops front, giving the first impression to the audience. The architecture and lighting design needs to work together to capture attention. The space must take every opportunity to show the shop's brand and offer. It is not easy to stand out in all the visual impressions that a customer is exposed to in retail. Attention can be created with a good mix of displayed products, the interior and the lighting. It is not always the brightest display that gets the most attention, it is the one that touches the observer, and here lighting plays an essential role. Our eyes see by comparing light and dark spots. To illuminate with large contrasts with spotlights the items in the window can be more visible than if it is only bright light in the display. The large contrasts creates an interest that can inspire and make the customer enter the shop. Marathon recessed A classic cylindrical shape with a distinct trim ring. The recessed version can be used as a discreete downlight, semi recessed spotlight or fully extracted spotlight. Zone Evo Zone Evo is equipped with the latest in LED technology. The luminaire has an effective, segmented reflector giving excellent visual performance in the shop. Zone Evo recessed Work with a spotlight and a recessed spotlight in the same design throughout the whole installation. The housing in Zone Evo recessed can be rotated display window display window 7

5 Product suggestions for the cashier Terso This is a simple yet beautiful LED pendant that will bring a cosier atmosphere. Terso is available in several different colours suitable for different brands. Tibi This is a LED pendant that is pleasant to look at and it can be used to create a nice accenture to the cashier. Freedom Sketch your own line of light. This LED luminaire enables imaginative light formations and it can be a nice design element over the cashier desk. Cashier desk The cashier area should function as a central piece in the shop, illuminated both for function and as a decorative highlighted element. The cashier desk is one of the most important areas to illuminate well. Use luminaries and accessories such as cap cones or honeycomb louvre to lower the risk of glare. Also consider illuminating the vertical surfaces such as the sides of the desk, walls and different stands at the desk. This can be made with track mounted luminaires or with recessed ones in the ceiling. To further highlight the cashier use decorative luminaires that stands out, such as a LED pendant. If there is a table showcasing the jewellery, pay attention to the lighting. Warmer ambient light gives a more comfortable feeling in which the customer gets a nice experience of the items on display. This also depends on which brand it is and the feeling the brand want to evoke. Notor LED Notor stylish lines help us to understand depth and gives us the visual knowledge. Use a pendant or recessed version. Marathon Marathon with LED has a cylindrical shape and clean design which makes it a spotlight ideal for any setting. Zone Evo The stylish conical design of Zone Evo is equipped with a segmented MIRO reflector and the latest in LED technology. 8 cashier desk cashier desk 9

6 Gold Just like any metal gold reflects the light as a mirror which means that all light from the luminaires that is aimed at the jewellery will be shown in the item. This is important to think about when illuminating jewelleries. If several small light sources is used, it will sparkle as stars in the material which can have a disturbing effect. By using luminaires with a wide light distribution this can be avoided and the reflection of the light will instead feel natural and adaptable in the shape of the item. The experience of the jewellery is based entirely of the shape of the object, but it is not wrong to have some glare in the jewelleries to make them experienced as extra exclusive. Gold is favourably illuminated with a warm colour of light, around 3000 K. Silver, chrome and glass Shiny surfaces of silver, white gold, chrome and crystal is best experienced in natural white light or colder light from 4000 K or higher. Blue shades and colour filters can also enhance the icy feel in the clear material. It is also important to consider that all surfaces reflect the light. A combination of wider light distribution and spotlights can be a good solution. LED is an excellent choice for this purpose and there are several variants that provide large illuminated surfaces or small intense light distribution. Product suggestions Product suggestions Marathon Tunable This luminaire offers flexibility with only one luminaire. Switch white light temperature from K and change temperature after displayed item. Marathon Glow This LED spotlight is tailor-made for illuminating and enhancing warmer colours and therefore suits gold in an exellent way. Zone Evo K Use a warmer temperature of the popular LED spoltight Zone Evo. It comes both as spotlight and a recessed version. Relay Spot This is a miniature LED spotlight with 3000 K suitable for furniture applications. It can be generously aimed and tilted towards the products. Marathon Tunable This luminaire enables you to switch white light temperature so that it gets just right. Regulate between K and change between different displayed items. Marathon 4000 K Marathon LED has a cylindrical shape and clean design which makes it a spotlight ideal for any setting. Chose this version of a colder colour temperature. Zone Evo 4000 K Zone Evo is equipped with the latest in LED technology and is of stylish conical design. Choose the version of 4000 K to enhance the cold colours. 10 gold silver, chrome and glass 11

7 Langaard Conrad Langaard is the owner of a exclusive jewellery store in Oslo, Norway. He contacted Fagerhult as he was about to renovate his jewellery shop to one of world class. The recessed luminaire Noc is placed along the walls and over the cashier desk to create a soft base for the concept, the light from Noc also functions as the general light. A blue colour filter is used over the desk to accentuate the jewellery. The jewellery boxes are visable from both outside and inside, these are illuminated with Diva II LED lists with 4000 K. They are mounted inside, on the side and the top, of all boxes. To front the products Relay spot with 3000 K is used. This gives a good mix between warm and cold light. Every middle spotlight on Relay has a blue colour filter. 12 reference reference 13

8 Rathsack Rathsack is a new modern jewellery shop with edge and personality located in Linköping, Sweden. Jewellery in silver, titan, steal and palladium are offered from famous brands and young jewellery designers. The shop has several elegant design elements such as cabinets and a decorated cashier. Together with lighting designer Charlotta Mattsson at Tindra Design Fagerhult provided general lighting to the shop. The darker interior is illuminated with 3000 K and the mix of colder lighting in the cabinets contributes to an exclusive dynamic in the shop. Black Zone Evo spotlights provide accent light and are provided with cap cones to avoid glare. Zone Evo is a spotlight with the latest LED technology. Lowered light levels with 1100 lm contribute to nice contrast in the shop, which further enhance the elegant atmosphere. 14 reference reference 15

9 At Fagerhult we feel passionate about retail lighting and can cover the entire spectrum of your lighting project with high-quality products, education, concept development, on demand design, light planning, aiming and on-going maintenance. In this Light Guide we will give you tips on how to create a sustainable retail environment and give suggestions on what kind of products to use. fagerhult retail ab main office Rinnavägen Bollebygd, Sweden Phone: Fagerhult is a part of the Fagerhult Group, one of Europe s leading lighting groups, with about 2,400 employees and operations in approximately 20 countries around the world.